Sahil Gupta is Associate Professor at the Jaipuria School of Business, Ghaziabad, Uttar Pradesh, India, and Guest Associate Professor at UCSI University, Kuala Lumpur, Malaysia.Razia Nagina is Associate Professor at Mittal School of Business, Lovely Professional University, Phagwara, Punjab, India.Mandakini Paruthi is Assistant Professor at IBS Hyderabad, IFHE University, Hyderabad, Telangana, India.Gaurav Gupta is Assistant Professor at Amity University, Greater Noida, Uttar Pradesh, India.

• Foreword Preface Acknowledgement Part 1: Understanding gamification from a marketing perspective 1. Gamification as a Strategic Move: Redefining Storytelling through a Unique Medium 2. Role of Gamification in Crowdsourcing Part 2: Gamification as an influencer for consumer behavior and engagement 3. Gamification as an influencer for Consumer Behaviour and engagement 4. Effects of Gamification on Brand Engagement of Toy Brands: First Cry and Hamleys 5. Gamification and Online Shopping Experience: A Systematic Literature Review Part 3: Gamification and branding 6. Impact of Customer Engagement and Brand Love through Gamification and Brand Love on Online Travel Agencies (OTA) 7. Gamification Stimulates Customer E-Purchase Intention: A Conceptual Analysis Part 4: Gamification and specific marketing domains 8. The Effect of Gamification on Virtual Tourist Experiences in the Tourism Industry 9. Role of Gamification in Influencer Marketing: Studying the Mediating Role of Utilitarian, Hedonic, & Attitude On E-WOM 10. Gamified Communication in Social Media for Brand Advocacy of Start-Ups 11. Gamification Strategies for Enhancing Sustainability Marketing: Engaging Consumers in Eco-Friendly Behaviors 12. Ethical Dilemmas in Gamified Marketing Approaches